The Print Services & Distribution Association (PSDA) is adding even more charm to Baltimore this year.
Thorn Hill Printing
A little change never hurt anyone. With that in mind, this year’s big show promises a change of pace, a change of scenery and a change in demand. The newly revamped PSDA (formerly DMIA) will host its annual Print Solutions Conference and Exposition on Oct. 23-25 at the Baltimore Convention Center, Baltimore. This year’s featured general session keynote speaker will be Charlie Pesko, founder and president of InfoTrends, a leading market research and consulting firm in the digital imaging and document solutions industries. Technological advances and refined marketing strategies are just some of the issues gaining momentum in a slowing economy. To encourage print
It’s David vs. Goliath all over again. With the U.S. economy on the brink of a recession, the major industry players seemingly have the advantage. Yet, when given the chance to do battle against its competitors, the smaller—but driven—company can leave the playing field victorious. Commercial printers are no exception. Similar to those in other market sectors, commercial print specialists are feeling the crunch of escalating oil and natural gas prices, postal increases and sustainability pressures. Larger suppliers may possess scale advantages in purchasing materials, such as paper and ink, but studies indicate profitability is ultimately linked to effective sales operations. As a
Are you a distributor new to selling commercial print? If so, check out some recommendations made by some of the experts. David Jensen, sales and marketing director, J&A Printing, Hiawatha, Ia.: Be sure to ask the following questions: • Does your direct mail reach across the country or only locally? • Do you need to ship your printed materials across the country or only locally? • Do you have any projects that are demanding, detailed and time-sensitive? Dan Reid, marketing manager, THP, Freedom, Pa.: • Understand the project and then, have the right partner who can put it together. •
Industry professionals offer tips for creating successful direct mail campaigns. The whole idea behind direct mail is to deliver messages that command attention and inspire a response. Manufacturers and distributors experienced in direct mail sales know that specifically targeting likely prospects—rather than appealing to the masses—and speaking to recipients with highly personalized messages increases the chances of eliciting that response. There are also some basics with regard to project planning and design that industry professionals pay heed to. For starters, both Michael Weinzierl, president of Professional Graphic Communications, Sewickley, Pa., and Dan Reid, marketing manager for Thorn Hill Printing, Freedom, Pa., stressed the
Take small, manageable steps on the way to big direct mail profits. How do you eat an elephant? One bite at a time. A step-by-step approach can turn seemingly impossible tasks into manageable projects. That's something forms distributors need to remember when considering the direct mail market, where high-volume, high-dollar projects can be a bit daunting. Dick Kuntz, president of GBF Graphics, Skokie, Ill., pointed out that forms sales are fairly straightforward and tend to repeat, while direct mail almost always in-volves new copy—not to mention a proofing process and press checks. "If a forms distributor gets a $10,000 or a $15,000 order,